ラグビー観戦者のセグメンテーション Two-Stepクラスター分析の活用
本研究は，この数年間の日本代表チームの活躍や国際大会開催の影響も相まって人気が高まり，ファン層拡大の契機に直面し複雑化していると想定されるラグビーの観戦市場を研究対象とした。スポーツ消費者を対象にしたマーケット・セグメンテーションの有効性を改めて確認するためにも，クラスター分析を用いて観客層を探ることを目的とした。さらに，発見された各クラスターの属性，観戦行動および今後の観戦行動意図の比較を試みた。実際にラグビーの試合会場を訪れた観戦者を対象に，スタジアム内で質問紙調査を実施し，3,140部の有効なサンプルを獲得した。過去のスポーツ関連経験，知識および観戦理由に関する変数を用いてTwo-Ste...
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| Published in | マーケティングジャーナル Vol. 42; no. 2; pp. 17 - 28 |
|---|---|
| Main Authors | , , |
| Format | Journal Article |
| Language | Japanese |
| Published |
日本マーケティング学会
30.09.2022
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| Subjects | |
| Online Access | Get full text |
| ISSN | 0389-7265 2188-1669 |
| DOI | 10.7222/marketing.2022.044 |
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| Abstract | 本研究は，この数年間の日本代表チームの活躍や国際大会開催の影響も相まって人気が高まり，ファン層拡大の契機に直面し複雑化していると想定されるラグビーの観戦市場を研究対象とした。スポーツ消費者を対象にしたマーケット・セグメンテーションの有効性を改めて確認するためにも，クラスター分析を用いて観客層を探ることを目的とした。さらに，発見された各クラスターの属性，観戦行動および今後の観戦行動意図の比較を試みた。実際にラグビーの試合会場を訪れた観戦者を対象に，スタジアム内で質問紙調査を実施し，3,140部の有効なサンプルを獲得した。過去のスポーツ関連経験，知識および観戦理由に関する変数を用いてTwo-Stepクラスター分析を行った結果，有効な5つのクラスターが発見された。さらに各クラスターには，人口統計的属性，観戦時の行動，および今後の行動意図において異なる特性があることが確認され，スポーツ観戦市場におけるマーケティング戦略への有用性の可能性が示唆された。 |
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| AbstractList | 本研究は，この数年間の日本代表チームの活躍や国際大会開催の影響も相まって人気が高まり，ファン層拡大の契機に直面し複雑化していると想定されるラグビーの観戦市場を研究対象とした。スポーツ消費者を対象にしたマーケット・セグメンテーションの有効性を改めて確認するためにも，クラスター分析を用いて観客層を探ることを目的とした。さらに，発見された各クラスターの属性，観戦行動および今後の観戦行動意図の比較を試みた。実際にラグビーの試合会場を訪れた観戦者を対象に，スタジアム内で質問紙調査を実施し，3,140部の有効なサンプルを獲得した。過去のスポーツ関連経験，知識および観戦理由に関する変数を用いてTwo-Stepクラスター分析を行った結果，有効な5つのクラスターが発見された。さらに各クラスターには，人口統計的属性，観戦時の行動，および今後の行動意図において異なる特性があることが確認され，スポーツ観戦市場におけるマーケティング戦略への有用性の可能性が示唆された。 |
| Author | 松岡, 宏高 和田, 由佳子 姜, 泰安 |
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| Title | ラグビー観戦者のセグメンテーション |
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